Sep 21 The Stunning Design of Samsung's new Serif TV

French designers Ronan and Erwan Bouroullec have outdone themselves with their latest collaboration with Samsung. The Buroullec brothers worked with the tech giant over a 2 year period to bring their concept TV to life. With a design approach that aims to steer away from the "ultra-flat screen" aesthetic, the goal of the brothers was to create an object that would sit as a "piece of furniture" rather than a piece of tech.

The duo were also involved in the creation of the remote control and the Serif's interface which includes a 'virtual curtain" as a way to transition between content and navigation. You can see it in action in this video by Dezeen (above).

It's an elegant design solution that I'm absolutely enamoured with. As a graphic designer the name "Serif" and that the side profile is an "I" is the icing on the cake. Now the matter of the price tag has yet to be revealed..be gentle Samsung.

The product will come in 3 sizes the Serif, Serif Medium, and Serif Mini and can be used with optional feet.